Generating customized resource identifiers

ABSTRACT

A locator (e.g., a URL) associated with a network-based resource, such as a web page, may be customized in a manner that increases the likelihood that one or more viewers of the locator will remember and utilize the locator in order to access the network-based resource at a later time. The locator may include words or combinations of words that are associated with attributes of the network-based resource (e.g., the contents of the web page), the viewers or a context in which the locator is presented to the viewers. The words or combinations may be selected such that a length of the locator is less than a length of another locator that is permanently associated with the network-based resource. The locator may be presented to the viewers in any context, such as on a billboard, in an audio or video message, or on a shipping label affixed to a parcel.

BACKGROUND

Network-based resources such as web pages, documents, media or otherfiles may be presented to users on computing devices that are equippedwith specific applications commonly called browsers. A browser is aclient-side application that is configured to receive resources that arehosted on one or more server-side devices, and to process and rendersuch resources on one or more computing displays after receiving arequest for such content. The request may include a Uniform ResourceIdentifier (“URI”), such as a Uniform Resource Locator (or “URL”),associated with a network-based resource that includes the requestedcontent, or another location of files that include the requestedcontent. For example, a request for network-based content may comprisean entry of a URI or a URL into an address box or address bar of abrowser; a selection of an image or set of text rendered by the browseror another application that may be hyperlinked to a URI or a URL; or aselection of a bookmark, a “home” button or any other feature of thebrowser that may be hyperlinked to or otherwise associated with a URI ora URL. Upon receiving the request from the browser, a server associatedwith the URI or URL handles the request by providing code expressed inone or more computer languages, such as Hypertext Markup Language (or“HTML”), to the browser, which then uses one or more rendering engines(or layout engines) to render the code provided by the server into apage, which may include one or more files embedded within the codeprovided by the server.

A typical URI, such as a URL, includes a specific string of charactersand punctuation marks that provide a direct reference to one or morefiles associated with a network-based resource. For example, a URL mayinclude a reference to a scheme or a protocol, such as HypertextTransfer Protocol (or “HTTP”), as well as a host name and top-leveldomain (such as .com or .org), followed by a description of a file pathaccording to a predetermined syntax in which folders, directories orfile names are listed as separated by slashes. Thus, a URL may representa virtual road map for locating and accessing network-based resourcesmaintained at one or more servers or like machines associated with thehost name and within the one or more folders or directories. The URL maybe typed by a user into an address box or address bar of a browser, orprovided in a hyperlink to a document (e.g., a word processing document,an electronic message or a portion of another network-based resource)and selected by the user, in order to access the network-based resourcewith which the URL is associated.

At an international level, the Internet Corporation for Assigned Namesand Numbers (or “ICANN”) manages the distribution of domain names and isresponsible for implementing the Domain Name System (or “DNS”) aroundthe globe. The advent of the World Wide Web and the rapid proliferationof Internet-enabled devices on which such content may be accessed havecaused most of the brief, easy-to-remember domain names to be purchasedand held by Internet developers, and such domain names are nowincreasingly scarce. Therefore, many URLs include multiple words formedin long, drawn out phrases, as well as variations on such words orphrases that are intended to uniquely identify the network-basedresources with which they are associated. Moreover, in view of the broaddiversification of content that is now available on the Internet, manyURLs include lengthy file paths that reference multiple folders ordirectories, or may trigger the operation of one or more functions. Inthis regard, a URL may be very lengthy and may have little to noetymologic or apparent relation to a network-based resource with whichthey are associated, and may often be difficult to remember and spellcorrectly by users who view the URLs and wish to access the underlyingnetwork-based resource at a later time.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a flow diagram of one system for generating customizedresource identifiers in accordance with embodiments of the presentdisclosure.

FIG. 2 is a block diagram of components of one system for generatingcustomized resource identifiers in accordance with embodiments of thepresent disclosure.

FIG. 3 is a flow chart of one process for generating customized resourceidentifiers in accordance with embodiments of the present disclosure.

FIG. 4 is a set of data for consideration by one system for generatingcustomized resource identifiers in accordance with embodiments of thepresent disclosure.

FIG. 5A is a flow diagram of one system for generating customizedresource identifiers in accordance with embodiments of the presentdisclosure.

FIG. 5B is a view of one context for presenting a customized resourceidentifier generated in accordance with embodiments of the presentdisclosure.

FIG. 6 is a flow chart of one process for generating customized resourceidentifiers in accordance with embodiments of the present disclosure.

FIG. 7 is a set of data for consideration by one system for generatingcustomized resource identifiers in accordance with embodiments of thepresent disclosure.

FIG. 8 is a flow chart of one process for generating customized resourceidentifiers in accordance with embodiments of the present disclosure.

FIG. 9A is a flow diagram of one system for generating customizedresource identifiers in accordance with embodiments of the presentdisclosure.

FIG. 9B is a view of one context for presenting a customized resourceidentifier generated in accordance with embodiments of the presentdisclosure.

DETAILED DESCRIPTION

As is set forth in greater detail below, the present disclosure isdirected to automatically generating customized resource identifiers ofnetwork-based resources, such as URLs. More specifically, someembodiments of the present disclosure are directed to identifying aword, or a combination of words, that is relevant to the contents of anetwork-based resource, or to one or more prospective viewers of thenetwork-based resource, and generating an identifier comprising the wordor the combination of words, and linking the identifier to thenetwork-based resource. The identifier may then be provided to one ormore prospective viewers of the network-based resource in any number ofcontexts, e.g., in one or more physical or virtual contexts. Bycustomizing the process by which the words or the combination of wordsare selected for inclusion in a customized identifier, the likelihoodthat a user will recall the identifier at a later time, and access thenetwork-based resource using the identifier, e.g., by providing theidentifier to a browser or other application, may be enhanced.

Referring to FIG. 1, one system 100 for generating customized resourceidentifiers in accordance with embodiments of the present disclosure isshown. The system 100 includes a server 112, a network page (e.g., webpage) 116 and an advertisement 160 provided in a context within a fieldof view of a customer 170. The network page 116 is identified by a URL140 and includes information regarding an item that may be available forpurchase via the network page 116, such as a name or title 142 of theitem (viz., a stove for outdoor cooking, particularly at tailgateparties), a price 144 of the item, details 146 of the item (e.g.,cooking features and capacities of the stove) and an image 148 of theitem.

As is shown in FIG. 1, the URL 140 associated with the network page 116includes a domain name and a file path having several folders ordirectories. In accordance with some embodiments of the presentdisclosure, a customized resource identifier may be generated andassociated with the network page 116 based on attributes 145 of thenetwork page 116 (e.g., one or more of the title 142, the price 144, thedetails 146 or the image 148, or any other relevant information),attributes 175 of prospective viewers, such as the customer 170, who mayencounter the advertisement 160 (e.g., names, identities and/orlocations of such viewers, as well as purchasing histories orpreferences of such viewers), attributes of a context in which thecustomized resource identifier is to be provided, such as an environmentin which the advertisement 160 is to be displayed, or on any otherrelevant factors. Based on such attributes or factors, and in accordancewith the present disclosure, a customized resource identifier 150, viz.,“mkt.shop/gridiron-grill,” that is not only shorter than the originalURL 140 and, therefore, more easily recalled by the customer 170, butalso bears some relation to the network page 116 or the contentsthereof, is generated. Subsequently, the customized resource identifier150 may be provided in any relevant context or environment where one ormore prospective users (e.g., the customer 170) of the network page 116may be located, such as on the advertisement 160, and thereby increasethe likelihood that the customer 170 will recall the customized resourceidentifier 150, and use the customized resource identifier 150 to accessthe network page 116, e.g., from a tablet computer 172, at a later time.

Some advantages of the systems and methods of the present disclosure,such as the system 100 shown in FIG. 1, may be apparent in contrast withthe deficiencies of prior art systems, which may generate suchidentifiers at random or based on a string of one or more charactersprovided by a user. For example, if a resource identifier is generatedfor the URL 140 at random, the identifier will likely be shorter thanthe original URL from which it was generated, but may be equallydifficult to remember and even more challenging to spell. Moreover, arandomized resource identifier will bear no apparent relation to eitherthe network page 116, the customer 170, or any context in which therandomized resource identifier may be provided, e.g., on theadvertisement 160. As a result, the shortening of the URL 140 prior artsystems would not enhance (and may, in fact, diminish) the likelihoodthat the customer 170 will recall the randomized resource identifier,and use the randomized resource identifier to access the network page116 from the tablet computer 172 at a later time. Likewise, if aresource identifier is generated for the URL 140 using one or morekeywords provided by a user, the resource identifier might be easy toremember for the user who provided the keywords, but not for others, andwill also bear no apparent relation to either the network page 116, thecustomer 170, or any context in which the randomized resource identifiermay be provided.

Accordingly, some embodiments of the systems and methods of the presentdisclosure are directed to generating customized identifiers ofnetwork-based resources, such as pages or other information that aremade available on the Internet or another network. The customizedidentifiers generated in accordance with the present disclosure may beshorter than a standard identifier of the network-based resource, and/ormay include words or combinations of words that may bear some relationto the content of the network-based resource itself, to one or moreprospective users of the network-based resource, and/or to a context inwhich the customized identifier is provided to such prospective users.Alternatively, the words selected for inclusion in the customizedidentifier may have some relationship with one another, but may bear norelation to the content of the network-based resource, the prospectiveusers of the network-based resource, or any context in which thecustomized identifier may be provided at all, such as “bluesky” or“greentree.” The words or combinations of words to be included in acustomized identifier in accordance with the present disclosure may beselected and incorporated therein in any order and on any basis, such asthe likelihood that one or more of the prospective users of thenetwork-based resource who view the words or combinations of wordsincluded in the identifier is more likely to recall the identifier andaccess the network-based resource by way of the identifier at a latertime.

Although the concept of what is now called the Internet dates to the1950s and 1960s, most computer users were first exposed to the Internetfollowing the establishment of the World Wide Web in the early 1990s.The World Wide Web, or “the Web,” enabled users of any machine connectedto the Internet to access content maintained on any other machine thatis also connected to the Internet by way of an Internet Protocol address(or “IP address”) expressed in a four-number decimal format, e.g.,123.45.67.89. Later, the Domain Name System (or “DNS”) was implementedin order to map text-based identifiers (or “domain names”) tofour-number IP addresses. The DNS simplified the process for accessingnetwork-based resources, as computer users frequently found thecombinations of words or abbreviations expressed in a domain name orhost name to be easier to remember than a four-number IP address. Forexample, a domain name typically includes a host name comprising atop-level domain, e.g., .com, .org, .gov or .edu, preceded by asecond-level domain that may include any number of alphanumericcharacters that is most commonly used as the primary identifier of thehost name. For example, in the host name “www.uspto.gov,” the top-leveldomain is “.gov” and the second-level domain is “uspto.” Similarly, inthe host name “www.washingtonpost.com,” the top-level domain is “.com,”and the second-level domain is “washingtonpost.” The distribution ofsecond-level domains and, more recently, top-level domains, isimplemented under the control of ICANN.

A network-based resource may be formally identified and accessed by acomputer device based on a resource identifier, such as a URL, which isused by one computer device to request content maintained by anothercomputer device over a network. The architecture of a typical URLincludes a number of standard elements, such as a scheme name orprotocol, e.g., HTTP, followed by a host name referencing one or moredomains, and a file path defined by a file name maintained in one ormore folders or directories, which may be separated by one or morepunctuation marks such as colons, slashes, underscores, dashes orperiods (or “dots”). Thus, a user may provide the URL“http://www.copyright.gov/fedreg” to a computer application, such as abrowser, in order to easily access files, viz., Federal RegisterNotices, that are hosted by the United States Copyright Office at thehostname “copyright.gov” and stored in the directory “fedreg.” Becauseusers may now easily access Internet-based files simply by learning andproviding URLs to browsers or other applications, URLs are very commonlyprovided in digital and print advertisements that are presented toprospective customers in visible locations, or in any other conspicuousmanner.

The ease with which files and information may be shared betweencomputers or computer devices by way of the Web has allowed computerusers to incorporate the powers of the Internet into nearly every aspectof their lives. Today, computer users may communicate with one anotherusing a wide range of electronic messaging platforms, shop for items ofany kind or form, obtain news and other timely information, watchtelevised programs, listen to audio files, obtain driving directions andup-to-the-minute traffic alerts, all over the Internet. Accordingly, itis estimated that there are nearly 300 million active domains havingcountless numbers of files, each of which may be accessed over theInternet using a unique URL.

Shortly after the World Wide Web became accepted by computer users andthe general public, mobile devices such as cellular telephones andpersonal digital assistants (or “PDAs”) began to include hardwarecomponents and software applications which enabled users of such devicesto wirelessly access network-based resources, such as pages or files,over the Internet, simply by providing or activating a resourceidentifier (e.g., typing a URL into a browser, or clicking upon ahyperlink to the URL in a browser) to one or more applications operatingon such devices. Now, many other devices or machines such astelevisions, wristwatches, media players, automobiles or householdappliances are now equipped to receive or send information to otherdevices or machines over the Internet.

The rapid and thorough propagation of Internet-based content and theevolution of miniaturized or wireless devices have revealed one or moreunplanned limitations on the accessibility of information over theInternet, however. Because the most effective URLs are typically thosethat are short and easy to remember, such as “whitehouse.gov” or“navy.mil,” such URLs have the highest value and are particularly rare.As a result, many URLs, particularly URLs that are linked to newlylaunched web sites or recently posted content, feature longer host namesor domain names that may not resemble words or phrases at all. Further,as is discussed above, URLs also include file paths that may include anynumber of folders or directories, separated by various punctuationmarks, and conclude with the name of a file. A URL that includes uniquewords or phrases, or which refers to different aspects of computersystems or computer language, e.g., the domain name and each of thefolders, sub-folders or like references, and has an extended length, maybe difficult for most users to accurately recall at a later time.

Therefore, users who wish to access a network-based resource having alengthy or confusing permanent URL may experience difficulties or delayswhen entering the URL into an address box or address bar of a browser,or when typing the URL into a body of another document. Suchdifficulties may be particularly acute when using a mobile device suchas a smartphone or tablet computer, which typically featuretouchscreen-based keyboards and operate applications having addressboxes or address bars of comparatively small sizes.

In order to overcome such difficulties, some computer-based applicationsmay shorten the lengths of URLs either on a random basis, e.g., byincluding randomly selected combinations of alphanumeric characters, orby including combinations of such characters that are manually chosen bya user. For example, an identifier shortening service may be used togenerate a randomized URL having a short host name and a brief file pathcreated at random. When the randomized URL is entered into a browser orother application or selected by a user, the browser or otherapplication is redirected to a URL of a comparatively longer length,which subsequently causes the browser or other application to access anetwork-based resource associated with the longer URL. Alternatively, anidentifier shortening service may enable a user to manually select astring of characters to be included in a file path or file name of ashortened URL, and the selected characters may be appended to a shorthost name in order to generate the shortened URL.

While identifier shortening services may solve some problems associatedwith the use of permanent URLs which may be long or confusing, the useof such services may result in other, unrelated difficulties. Forexample, a randomly generated shortened URL may include combinations ofcharacters that are difficult to recall or spell correctly. Likewise,although a shortened URL that includes characters selected by one usermay be easy to recall and spell by that user, the shortened URL may bedifficult to recall or spell by other users who may not have selectedthe same characters for inclusion in the shortened URL if given theopportunity to do so. In either instance, shortened URLs that arerandomly generated, or shortened URLs which include characters that areselected by a user, frequently bear little to no relation to either thecontent of the network-based resources with which they are linked, theprospective users or viewers of the network-based resource, or a contextin which the shortened URLs are to be provided, and may be no morelikely to be remembered and accurately entered into an address bar orother application by a user.

The systems and methods of the present disclosure are directed togenerating customized identifiers for network-based resources, such asweb pages, and associating the customized identifiers with thenetwork-based resources. The identifiers may include file pathscomprising words or combinations of words that are selected for thepurpose of enhancing the likelihood that viewers of the customizedidentifiers, in any context, will recall and use the identifiers toaccess the network-based resources with which the identifiers areassociated. For example, the words or combinations of words to beincluded in a customized identifier may be selected based at least inpart on attributes of the network-based resource, e.g., characters,images or other information expressed in one or more web pages, or onattributes of one or more users who may be expected to encounter thecustomized identifiers, e.g., names, identities or locations of suchusers, as well as items that were previously purchased by such users, oritems in which such users are known or believed to be interested.Alternatively, the words or combinations of words may be selected basedon attributes of a given context in which the identifier is to beprovided, or on any other relevant factor, including the relation of therespective words to one another, or any appropriate measure of theirapplicability or relevance for a particular purpose.

In this regard, the systems and methods disclosed herein may effectivelyalleviate the difficulties or confusion ordinarily encountered by userswho attempt to access a network-based resource using an identifier, suchas a URL, or pique the interest in a network-based resource in users whoencounter the customized identifier in any context. Once a customizedidentifier is generated in accordance with the present disclosure, thecustomized identifier may be associated with the network-based resourceand presented to users in a variety of formats, including in digital orprint materials, on billboards or signs, on shipping labels or anywhereelse that an advertisement may be provided.

A word or combination of words may be selected from a set or a bank ofwords for inclusion in a customized identifier, such as a URL, based ona relation of the words or the combination of words to the content ofthe network-based resource with which the customized identifier is to beprovided, or to one or more users who may be expected to encounter thecustomized identifier. For example, a customized identifier including afile path of “rakeman” or “shovelguy” may be generated for a web siteincluding advice for gardeners, while a customized identifier includinga file path of “hammerhero” or “castlemaker” may be generated for a website including information on home improvement projects. Moreover, acustomized identifier having a file path which includes words such as“runway,” “jet” or “delay” may be generated for a web site and providedin an advertisement posted at an airport, along with one or more otherwords relating to the content of the web site, the location of theairport or any other relevant factor. Also, the combinations of wordsprovided in file paths of customized identifiers generated in accordancewith the present disclosure may be selected or ordered based on theirrespective parts of speech. For example, the words of the combinationmay be arranged in pairs of adjectives and nouns, verbs and nouns,adverbs and verbs, nouns and other nouns, or in any other combinationthat may enhance the memorability of the file path in the mind of aviewer thereof.

Additionally, the words to be included in a file path of a customizedidentifier may be selected from a set or bank of words merely on thebasis of their relationship or relevance to one another, or theirlinguistic compatibility with one another, where the relation betweenthe words increases their relative memorability or a relative likelihoodthat the words will evoke a positive response from one or more viewers.For example, a customized identifier may include combinations ofconsonant words such as “think tank,” combinations of alliterative wordssuch as “Red River ride,” or combinations of assonant words such as“flip his lid.” Where a customized identifier is generated based on therelationship of words to one another, the words need not have anyrelationship to the attributes of the network-based resource with whichthe customized identifier is to be associated, or the prospectiveviewers who may encounter the customized identifier, as long as thewords or the combination of the words are more likely to cause a viewerto access the network-based resource after viewing the customizedidentifier. The words or combinations of words to be used in a file pathof a customized identifier may also be selected based on extrinsiccriteria including a level of humor associated therewith, or a relationto one or more ongoing current events.

The words to be included in a file path of a customized identifier mayfurther be selected from a set or a bank of words based on theirpreviously observed effectiveness in referring to network-basedresources, which may be based on a number of times users accessed thenetwork-based resources by way of the customized identifiers includingsuch words, or an aggregate measure of activity following the access tosuch resources (e.g., a number of purchases executed from anetwork-based resource, or an aggregate value of the purchases executedfrom the network-based resource, by customers who accessed thenetwork-based resource using the customized identifier). For example,where the words “maple” or “syrup” have been determined to be effectivewhen included in file paths of customized identifiers presented toprospective viewers in Vermont, the words “maple” or “syrup” may bereliably included in other customized identifiers presented to otherprospective viewers in Vermont in the future. Likewise, where the words“teeny” or “topper” have been determined to be ineffective when used infile paths of customized identifiers presented to users of ages twelve(12) to twenty (20), the words “teeny” or “topper” may be excluded fromcustomized identifiers of any network-based resources provided toteenagers or young adults in the future.

When there are no words that have been successfully incorporated intocustomized identifiers of a given network-based resource in the past,however, words or combinations of words may be selected for inclusion ina file path of a network-based resource based on a measure of theirrelevance to attributes of the network-based resource, of theprospective viewers, or attributes of a context in which the customizedidentifier is to be provided (e.g., on a shipping label, adhesive tapeor other adhesive layer affixed to a package to be delivered to acustomer, on a billboard alongside a highway, or in an electronic mailor print advertisement). Alternatively, an effective word or combinationof words may be identified through a trial process by which two or morecustomized identifiers that are associated with the same network-basedresource may be presented to prospective viewers, and the word orcombination of words of the most effective customized identifier may beselected for presentation in the future.

A set or a bank of words may also be filtered or otherwise edited inorder to avoid using profane, offensive, insensitive or inappropriatewords in a customized identifier. Words may be filtered on any relevantbasis, including an objective basis (e.g., where the use of the words ina customized identifier would be offensive to all or most people), or asubjective basis (e.g., where the use of the words would be offensive toprospective or expected viewers of the customized identifier). Forexample, in accordance with the present disclosure, racial, ethnic orreligious slurs would likely not be appropriate for use in anycustomized identifier, regardless of the person or persons who may beexpected to view the customized identifier, while file paths withcombinations of words including “hurricane” or “earthquake” may not beappropriate for residents of the Gulf Coast region of the United Statesor California, respectively, which have been struck by powerfulhurricanes or earthquakes, respectively, in recent times.

Further, words or combinations of words may also be filtered against alist of known trademarks or trade names, in order to minimize the riskthat the use of the words or combinations in a customized identifier maysubject an owner or an operator of the network-based resource toliability for trademark infringement. Conversely, the list of thetrademarks or trade names may also be consulted in order to identify oneor more of such marks or names that may serve as a basis for generatinga customized identifier as a parody. For example, while the use of thewords “Mickey” and “Mouse” in a customized identifier may riskinfringing one or more trademarks of The Walt Disney Company, a filepath including words such as “trickymouse” or “mickeyblouse” may be aparody of such marks, and may be successfully incorporated into a shortand easy-to-remember customized identifier on this basis.

Referring to FIG. 2, a block diagram of components of one system 200 forgenerating customized resource identifiers in accordance withembodiments of the present disclosure is shown. Except where otherwisenoted, reference numerals preceded by the number “2” in FIG. 2 indicatecomponents or features that are similar to components or features havingreference numerals preceded by the number “1” in FIG. 1. The system 200includes a marketplace 210, a vendor 220, a fulfillment center 230 and acustomer 270 that are connected to one another across a network 280,such as the Internet.

The marketplace 210 may be any entity or individual that wishes to makeitems from a variety of sources available for download, purchase, rent,lease or borrowing by customers using a networked computerinfrastructure, including one or more physical computer servers 212 anddatabases (or other data stores) 214 for hosting a web site 216. Thedatabases 214 may be configured to store any type or form of relevantinformation, including but not limited to a set or a bank of relevantwords and/or combinations of words, as well as information regarding thedefinitions of such words or combinations, the pronunciations and/orcategories or contexts in which such words or combinations may be used.Additionally, the databases may further be configured to storeinformation or data regarding the relevance or relationship of suchwords or combinations to one another, as well as to attributes ofnetwork-based resources (e.g., one or more of the web pages of the website 216), attributes of prospective users of such resources (e.g., thecustomer 270) or any context in which the words or combinations may bepresented to the prospective users (e.g., on one or more outputsgenerated by the output peripherals 215, 235), or any other relevantfactors.

The marketplace 210 may also include one or more output peripherals 215,which may comprise any component that is configured to display orprovide information in any manner, including but not limited to acustomized resource identifier generated in accordance with the presentdisclosure, to one or more prospective viewers. The output peripheral215 may be configured to generate one or more physical or virtualoutputs, such as one or more display apparatuses (e.g., a computerdisplay), printing apparatuses (e.g., for printing information on paperof standard sizes, or on paper, labels, signs or any other materials ofany sizes, such as shipping labels, billboards, paperboard signs or thelike), audio apparatuses (e.g., speakers) or any other device forgenerating any form of output. Additionally, other output peripherals(not shown) may be utilized in other locations, without any associationwith the marketplace 210, and may be used to present a customizedresource identifier to one or more prospective viewers.

The marketplace 210 may be physically or virtually associated with oneor more storage or distribution facilities, such as the fulfillmentcenter 230. The web site 216 may be implemented using the one or moreservers 212, which connect or otherwise communicate with the one or moredatabases 214 as well as the network 280, as indicated by line 218,through the sending and receiving of digital data. Moreover, thedatabase 214 may include any type of information regarding items thathave been made available for sale through the marketplace 210, orordered by customers from the marketplace 210.

The vendor 220 may be any entity or individual that wishes to make oneor more items available to customers, such as the customer 270, by wayof the marketplace 210. The vendor 220 may operate one or more orderprocessing and/or communication systems using a computing device such asa laptop computer 222 and/or software applications such as a web browser224, which may be implemented through one or more computing machinesthat may be connected to the network 280, as is indicated by line 228,in order to transmit or receive information regarding one or more itemsto be made available at the marketplace 210, in the form of digital oranalog data, or for any other purpose.

The vendor 220 may deliver one or more items to one or more designatedfacilities maintained by or on behalf of the marketplace 210, such asthe fulfillment center 230. Additionally, the vendor 220 may receive oneor more items from other vendors, manufacturers or sellers (not shown),and may deliver one or more of such items to locations designated by themarketplace 210, such as the fulfillment center 230, for fulfillment anddistribution to customers. Furthermore, the vendor 220 may performmultiple functions. For example, the vendor 220 may also be amanufacturer and/or a seller of one or more other items, and may offeritems for purchase by customers at venues (not shown) other than themarketplace 210. Additionally, items that are made available at themarketplace 210 or ordered therefrom by customers may be made by orobtained from one or more third party sources, other than the vendor220, or from any other source (not shown). Moreover, the marketplace 210itself may be a vendor, a seller or a manufacturer.

The fulfillment center 230 may be any facility that is adapted toreceive, store, process and/or distribute items. As is shown in FIG. 2,the fulfillment center 230 includes a networked computer infrastructurefor performing various computer-related functions associated with thereceipt, storage, processing and distribution of such items, includingone or more physical computer servers 232, databases (or other datastores) 234 and processors 236. The fulfillment center 230 may alsoinclude stations for receiving, storing and distributing items tocustomers, such as one or more receiving stations, storage areas anddistribution stations. The fulfillment center 230 further includes anoutput peripheral 235 which, like the output peripheral 215 of themarketplace 210, may comprise any component that is configured todisplay or provide information in any manner, such as one or moredisplay apparatuses (e.g., a computer display), printing apparatuses(e.g., for printing information on paper of standard sizes, or on paper,labels, signs or any other materials of any sizes, such as shippinglabels, billboards, paperboard signs or the like) or any other devicefor generating any form of output.

The fulfillment center 230 may also include one or more workers (notshown), such as any designated personnel tasked with performing one ormore tasks within the fulfillment center 230. Such workers may handle ortransport items (e.g., any type or form of good, product, media or othertangible consumer article) within the fulfillment center 230, or operateone or more pieces of equipment therein (not shown). The workers mayalso operate one or more specific computing devices or machines forregistering the receipt, retrieval, transportation or storage of itemswithin the fulfillment center 230, or a general purpose device such apersonal digital assistant, a digital media player, a smartphone, atablet computer, a desktop computer or a laptop computer (not shown),which may include any form of input and/or output peripherals such asscanners, readers, keyboards, keypads, printers, touchscreens or likedevices.

The fulfillment center 230 may operate one or more order processingand/or communication systems using computer devices in communicationwith one or more of the server 232, the database 234 and/or theprocessor 236, or through one or more other computing devices ormachines that may be connected to the network 280, as is indicated byline 238, in order to transmit or receive information in the form ofdigital or analog data, or for any other purpose. Such computer devicesmay also operate or provide access to one or more reporting systems forreceiving or displaying information or data regarding workflowoperations, and may provide one or more interfaces for receivinginteractions (e.g., text, numeric entries or selections) from one ormore operators, users or workers in response to such information ordata. Such computer devices may be general purpose devices or machines,or dedicated devices or machines that feature any form of input and/oroutput peripherals such as scanners, readers, keyboards, keypads,touchscreens or like devices, and may further operate or provide accessto one or more engines for analyzing the information or data regardingthe workflow operations, or the interactions received from the one ormore operators, users or workers.

Additionally, as is discussed above, the fulfillment center 230 mayinclude one or more receiving stations featuring any apparatuses thatmay be required in order to receive shipments of items at thefulfillment center 230 from one or more sources and/or through one ormore channels, including but not limited to docks, lifts, cranes, jacks,belts or other conveying apparatuses for obtaining items and/orshipments of items from carriers such as cars, trucks, trailers, freightcars, container ships or cargo aircraft (e.g., manned aircraft orunmanned aircraft, such as drones), and preparing such items for storageor distribution to customers. The fulfillment center 230 may alsoinclude one or more predefined two-dimensional or three-dimensionalstorage areas including facilities for accommodating items and/orcontainers of such items, such as aisles, rows, bays, shelves, slots,bins, racks, tiers, bars, hooks, cubbies or other like storage means, orany other appropriate regions or stations. The fulfillment center 230may further include one or more distribution stations where items thathave been retrieved from a designated storage area may be evaluated,prepared and packed for delivery from the fulfillment center 230 toaddresses, locations or destinations specified by customers, also by wayof carriers such as cars, trucks, trailers, freight cars, containerships or cargo aircraft (e.g., manned aircraft or unmanned aircraft,such as drones).

Moreover, the fulfillment center 230 may further include one or morecontrol systems that may generate instructions for conducting operationsat the fulfillment center 230, and may be in communication with theworkers, or the various storage facilities and other components of thefulfillment center 230. Such control systems may also be associated withone or more other computing devices or machines, and may communicatewith the marketplace 210, the vendor 220 or the customer 270 over thenetwork 280, as indicated by line 238, through the sending and receivingof digital data.

The customer 270 may be any entity or individual that wishes todownload, purchase, rent, lease, borrow or otherwise obtain items (e.g.,goods, products, services or information of any type or form) from themarketplace 210. The customer 270 may utilize one or more computingdevices, such as a smartphone 272 or any other like machine that mayoperate or access one or more software applications, such as a webbrowser (not shown) or a shopping application 274, and may be connectedto or otherwise communicate with the marketplace 210, the vendor 220 orthe fulfillment center 230 through the network 280, as indicated by line278, by the transmission and receipt of digital data. Moreover, thecustomer 270 may also receive deliveries or shipments of one or moreitems from facilities maintained by or on behalf of the marketplace 210,such as the fulfillment center 230, or from the vendor 220.

The computers, servers, devices and the like described herein have thenecessary electronics, software, memory, storage, databases, firmware,logic/state machines, microprocessors, communication links, displays orother visual or audio user interfaces, printing devices, and any otherinput/output interfaces to provide any of the functions or servicesdescribed herein and/or achieve the results described herein. Also,those of ordinary skill in the pertinent art will recognize that usersof such computers, servers, devices and the like may operate a keyboard,keypad, mouse, stylus, touch screen, or other device (not shown) ormethod to interact with the computers, servers, devices and the like, orto “select” an item, link, node, hub or any other aspect of the presentdisclosure.

Those of ordinary skill in the pertinent arts will understand thatprocess steps described herein as being performed by a “marketplace,” a“vendor,” a “fulfillment center,” a “worker,” or a “customer,” or liketerms, may be automated steps performed by their respective computersystems, or implemented within software modules (or computer programs)executed by one or more general purpose computers. Moreover, processsteps described as being performed by a “marketplace,” a “vendor,” a“fulfillment center,” a “worker,” or a “customer” may be typicallyperformed by a human operator, but could, alternatively, be performed byan automated agent.

The marketplace 210, the vendor 220, the fulfillment center 230 and/orthe customer 270 may use any web-enabled or Internet applications orfeatures, or any other client-server applications or features includingelectronic mail (or E-mail), or other messaging techniques, to connectto the network 280 or to communicate with one another, such as throughshort or multimedia messaging service (SMS or MMS) text messages. Forexample, the server 232 may be adapted to transmit information or datain the form of synchronous or asynchronous messages from the fulfillmentcenter 230 to the server 212, the laptop computer 222, a desktopcomputer, the smartphone 272 or any other computer device in real timeor in near-real time, or in one or more offline processes, via thenetwork 280. Those of ordinary skill in the pertinent art wouldrecognize that the marketplace 210, the vendor 220, the fulfillmentcenter 230 or the customer 270 may operate any of a number of computingdevices that are capable of communicating over the network, includingbut not limited to set-top boxes, personal digital assistants, digitalmedia players, web pads, laptop computers, desktop computers, electronicbook readers, and the like. The protocols and components for providingcommunication between such devices are well known to those skilled inthe art of computer communications and need not be described in moredetail herein.

The data and/or computer executable instructions, programs, firmware,software and the like (also referred to herein as “computer executable”components) described herein may be stored on a computer-readable mediumthat is within or accessible by computers or computer components such asthe server 212, the laptop computer 222, the server 232, or thesmartphone 272, or any other computers or control systems utilized bythe marketplace 210, the vendor 220, the fulfillment center 230 or thecustomer 270 and having sequences of instructions which, when executedby a processor (e.g., a central processing unit, or “CPU”), cause theprocessor to perform all or a portion of the functions, services and/ormethods described herein. Such computer executable instructions,programs, software and the like may be loaded into the memory of one ormore computers using a drive mechanism associated with the computerreadable medium, such as a floppy drive, CD-ROM drive, DVD-ROM drive,network interface, or the like, or via external connections.

Some embodiments of the systems and methods of the present disclosuremay also be provided as a computer-executable program product includinga non-transitory machine-readable storage medium having stored thereoninstructions (in compressed or uncompressed form) that may be used toprogram a computer (or other electronic device) to perform processes ormethods described herein. The machine-readable storage medium mayinclude, but is not limited to, hard drives, floppy diskettes, opticaldisks, CD-ROMs, DVDs, ROMs, RAMs, erasable programmable ROMs (“EPROM”),electrically erasable programmable ROMs (“EEPROM”), flash memory,magnetic or optical cards, solid-state memory devices, or other types ofmedia/machine-readable medium that may be suitable for storingelectronic instructions. Further, embodiments may also be provided as acomputer executable program product that includes a transitorymachine-readable signal (in compressed or uncompressed form). Examplesof machine-readable signals, whether modulated using a carrier or not,may include, but are not limited to, signals that a computer system ormachine hosting or running a computer program can be configured toaccess, or including signals that may be downloaded through the Internetor other networks.

Although some of the embodiments disclosed herein reference the use ofresource identifiers that are generated in a customized manner usingwords or combinations of words selected based on their relationshipswith attributes of the resources with which they are associated,attributes of one or more viewers who may be expected to encounter theidentifiers, attributes of a context in which the identifiers may beprovided, as well as their relationships with one another, or theirpreviously observed effectiveness as elements of a file path of acustomized resource identifier, the systems and methods of the presentdisclosure are not so limited. Rather, the systems and methods disclosedherein may be utilized to generate customized resource identifiers usingwords or combinations of words of any length that are selected on anybasis, where the customized resource identifiers may be deemed morelikely to be remembered by one or more viewers thereof, and used toaccess the network-based resources with which they are associated.

Referring to FIG. 3, a flow chart 300 representing one embodiment of aprocess for generating customized resource identifiers in accordancewith embodiments of the present disclosure is shown. At box 310, anetworked resource requiring a customized resource identifier may beidentified. The networked resource may be any type or form of web page,document, multimedia file or any other type of file maintained by a hostand accessible over a network, such as the Internet. Additionally, thenetworked resource may be identified as requiring a customized resourceidentifier on any basis. For example, where a web page includes a URLthat is particularly long or includes a number of confusing orunmemorable terms or elements, and where a link to the web page isintended to be printed in an advertisement, spoken in one or more audiosignals, or sent via an electronic message of limited length (e.g., anSMS message, an MMS message or a microblog posting), a customizedresource identifier for the web page may be desired.

At box 320, one or more attributes of the networked resource aredetermined based on its content. For example, source code associatedwith the networked resource may be mined to identify alphanumericcharacters and/or images to be rendered on the web page, metadataassociated with the networked resource, hyperlinks to other networkedresources, or any other information or data associated with thenetworked resource. As another example, information regarding thepopularity of the networked resource, e.g., demographics of people whofind the content of the networked resource to be particularly popular orunpopular, such as geographic regions where or times of the year whenthe networked resource is deemed popular or unpopular, may also beidentified.

At box 330, a specific context in which the customized resourceidentifier is to be provided is identified. For example, the customizedresource identifier may be intended to be shown in a commercial during atelevision program, spoken in a radio advertisement, printed on a sign,or presented in any other relevant manner. At box 340, one or moreprospective viewers of the customized resource identifier may beidentified, and at box 345, attributes of the one or more prospectiveviewers are determined. For example, where the customized resourceidentifier will be shown in a commercial during a televised collegefootball game or a situation comedy (or “sit-com”), it may be expectedthat the customized resource identifier will be viewed by those with atleast some affinity for college football, or fans of the sit-com.Similarly, where the customized resource identifier will be printed on abillboard provided at a given intersection, it may be expected that thecustomized resource identifier will be viewed by workers or residents ina vicinity of the given intersection.

At box 350, a set of relevant words that are eligible for inclusion in acustomized resource identifier of the networked resource is identified.The set may include a master list or group of all available words, or asubset or limited group of such words that may be narrowed or filteredon any basis. For example, the set may be a standardized bank of words,such as a general dictionary that may be available in an electronicformat, or a bank of words that is created and specifically provided forthe purpose of identifying words or combinations thereof to be includedin customized resource identifiers, and may include any relevantinformation or data regarding the applicability of such words for use incustomized resource identifiers (e.g., metadata or statisticalinformation).

At box 370, one or more of the relevant words is selected based on theattributes of the networked resource, the attributes of the prospectiveviewers or the attributes of the context in which the customizedresource identifier is to be provided. For example, where the networkedresource is a web site including information regarding hotels inFlorida, and the customized resource identifier is intended to beprovided in a microblog posting in the late fall or early winter, wordsrelating to sunshine, warm weather or citrus fruits may be identifiedbased on the content of the web site (e.g., content pertaining toFlorida), words relating to cold weather regions or snow may beidentified based on the prospective viewers who may be expected toencounter the customized resource identifier (e.g., those who may beinterested in traveling to Florida), and words relating to holidays orevents during the time of year may be identified based on the context inwhich the customized resource identifier is to be provided (e.g., amicroblog posting during cold weather months). Alternatively, one ormore of the words may be identified based on a relationship to one ormore of the other words, or based on the previously observedeffectiveness of the words when included in other resource identifiers,or on any other relevant factor.

At box 380, a customized resource identifier is generated based at leastin part on the selected relevant words, and at box 385, the customizedresource identifier is associated with the networked resource. Forexample, a URL including a file path such as “snowbunny” or“blizzardbeater” may be generated for a web page that includesinformation regarding hotels in Florida and is intended to be providedto prospective customers in winter months. Once the URL has beengenerated, the URL may be affiliated with the web page directly, orlinked to the permanent URL associated with the web page. At box 390,the customized resource identifier is provided in the specific contextidentified at box 330, e.g., in a document, in a video commercial or ona billboard, and the process ends.

Accordingly, the systems and methods of the present disclosure maygenerate a customized resource identifier, such as a URL, for anetwork-based resource that includes words or combinations of wordsselected based on one or more attributes of the network-based resource,of the persons who may be expected to encounter the customized resourceidentifier, and of the context in which the customized resourceidentifier is to be provided (e.g., a printed mailing circular, aplacard posted in a subway station or shopping mall, a digital orprinted advertisement placed on a billboard, or an audible statement ina radio advertisement or podcast). The customized resource identifiermay be designed to increase its memorability among those who encounterit, and is preferably shorter and/or more easily spelled than a resourceidentifier that may be permanently associated with the network-basedresource for this reason. The customized resource identifier maytherefore increase the likelihood that a viewer thereof may recall andcorrectly spell the customized resource identifier at a later time whenattempting to access the network-based resource.

As is discussed above, the words or combinations of words included in acustomized resource identifier of a network-based resource generated inaccordance with the present disclosure, e.g., a shortened URL associatedwith a web page, may be selected based on any relevant information ordata regarding the network-based resource, prospective viewers of thenetwork-based resource, or an intended context in which the customizedresource identifier is to be provided, or on any other relevant factor.Moreover, the use of specific words or combinations of words incustomized resource identifiers may be preferentially boosted ordowngraded based on their particular relevance to the network-basedresource, the prospective viewers or the intended context, theirpreviously observed effectiveness when included in customized resourceidentifiers provided to specific users or in particular contexts, or onany other relevant factor.

Referring to FIG. 4, a set of data for consideration by one system forgenerating customized resource identifiers in accordance withembodiments of the present disclosure is shown. The set of data includesa table 400 of information regarding a plurality of entries 440 that issorted by columns identifying the words 410, one or more definitions 412of the words, parts of speech 414 of the words 410 and categories 416 ofthe words 410. Additionally, the table 400 further includes columnscorresponding to preferences 420 for the use of the words 410 incustomized resource identifiers, e.g., based on ages 422 and geographiclocations 424 of prospective viewers of the customized resourceidentifiers, and restrictions 430 on the effectiveness of the words,also sorted by ages 432 and geographic locations 434 of the prospectiveviewers.

As is discussed above, words or combinations of words may be selectedfor inclusion in customized resource identifiers, e.g., in file paths ofURLs, on any basis, including whether or not the words or combinationsof words may be effectively utilized in customized resource identifiersprovided to members of certain demographics. For example, as is shown inFIG. 4, the word “grind” is listed in the table 400 as having twodefinitions, viz., “to reduce to fine particles,” and “to engage in theperformance of a difficult task.” Accordingly, the table 400 indicatesthat the word “grind” has been effectively utilized in customizedresource identifiers presented to prospective viewers in agestwenty-five to forty in the Seattle and Portland areas according to thefirst definition of “grind” listed in the table 400, based at least inpart on the popularity of coffee (e.g., a beverage brewed from groundcoffee beans) among viewers of such ages in these geographic reasons.Likewise, and for different reasons, the table 400 indicates that theword “grind” has been effectively utilized in customized resourceidentifiers presented to prospective viewers of ages fifteen totwenty-five in all geographic regions, and less effectively utilized incustomized resource identifiers presented to prospective viewers of agesthirty-five to eighty, according to the second definition of “grind”listed in the table 400, which has been recently adopted by youths.

The table 400 identifies other preferences for use or restrictions oneffectiveness of certain of the entries 440 listed therein. For example,the table 400 indicates that the word “mad” may be effectively includedin customized resource identifiers associated with a definition of“angry, upset, maniacal” that are provided to prospective viewers ofages thirty-five to eighty, but not to prospective viewers of agesfifteen to twenty-five. Conversely, the table 400 also indicates thatthe word “mad” may be effectively included in customized resourceidentifiers associated with a slang definition of “to a more extremeextent” or “very” that are presented to younger users, who frequentlyuse the word “mad” in this manner, but not to older users, who areunlikely to use the word “mad” in this manner.

In accordance with the present disclosure, words or combinations ofwords may be selected based on extrinsic factors that may be unrelatedto any apparent or commonly accepted definition of such words orcombinations, as well. For example, the use of the word “sock” is shownin the table 400 as preferred when included in customized resourceidentifiers provided to prospective viewers of all ages in the Bostonarea, but disfavored when included in such identifiers provided toprospective viewers of all ages in the New York area, despite itsinnocuous general definitions, based on an association with the BostonRed Sox, a baseball team that is popular in Boston and unpopular in NewYork. Likewise, the word “husky” is listed in the table 400 as generallyeffective when included in customized resource identifiers presented toprospective viewers of all ages and across most geographic regions, withthe localized exceptions of the states of North Carolina and Kentucky,where some college basketball teams have been persistently unable todefeat other teams named “Huskies” in championship play.

Once words or combinations of words have been identified and selectedfor inclusion in a customized resource identifier, e.g., in a file pathof a shortened URL of a web page, the customized resource identifier maybe provided in any context. Referring to FIGS. 5A and 5B, a flow diagramof one system 500 for generating customized resource identifiers inaccordance with embodiments of the present disclosure, and a view of onecontext 560 in which such customized resource identifiers may bepresented to prospective viewers, are shown. Except where otherwisenoted, reference numerals preceded by the number “5” in FIGS. 5A and 5Bindicate components or features that are similar to components orfeatures having reference numerals preceded by the number “2” in FIG. 2,or by the number “1” in FIG. 1, respectively.

As is shown in FIG. 5A, the system 500 includes a server 512, a datastore 514 and a web page 516 having a substantially lengthy permanentURL 540. The data store 514 includes a bank of words, and the web page516 includes a title or header 542 (viz., Classic Rock), a description544, interactive features 546 and an image 548. The server 512 isconfigured to identify or receive attributes 545 of the web page 516,attributes 575 of prospective viewers, and attributes 565 of a context560 in which the customized resource identifier is to be provided (e.g.,wherein the customized resource identifier is to be provided on ashipping label or onto an adhesive layer, the attributes may relate to aparcel to which the shipping label or adhesive layer is to be affixed,contents of the parcel, a sender of the parcel, a recipient of theparcel, or a time or date on which the parcel was ordered for purchase).

Based at least in part on one or more of the attributes 545, 565, 575,the server 512 is further configured to generate a customized resourceidentifier 550 for the web page 516 that incorporates one or more of thewords in the word bank 514, e.g., in a file path of a shortened domainname and file path associated with the web page 516,“sounds.cc/croakin.records.” The combination of the contraction“croakin,” e.g., a contraction of “croaking,” and the word “record,”which are listed in the table 400 of FIG. 4, that is selected forinclusion in the customized resource identifier rhyme with the idiom“broken record,” which refers to a sound that is repeated over and over.Moreover, the contraction “croakin'” relates to one of the definitionsof “croak” listed in the table 400, e.g., to perish, which at leasttangentially refers to attributes 575 of prospective viewers of thecustomized resource identifier 550, i.e., fans of classic rock who aretypically between forty-five and sixty-five years of age.

Once the customized resource identifier 550 has been generated, thecustomized resource identifier 550 may be provided in any relevantcontext to one or more prospective viewers. Referring to FIG. 5B, ashipping label 560 to be applied to a package 520 in accordance with thepresent disclosure is shown. The shipping label 560 identifies a sender562 of the package 520 and a customer 570 who is intended to receive it,and further includes a bar code 566. Additionally, as is shown in FIG.5B, the shipping label 560 is also adorned with the customized resourceidentifier 550. Therefore, when the customer 570 receives the package520, the customer 570 will likely view the customized resourceidentifier 550 upon the shipping label 560. Thus, the customer 570 maybe deemed more likely to remember and correctly spell the customizedresource identifier 550 in the future than if the shipping label 560 hadincluded the permanent URL 540 which, in any event, would not likely fiton the shipping label 560.

As is also discussed above, where one or more words in a word bank orcombinations of such words have been previously determined to besufficiently effective when included in customized resource identifiers,particularly in file paths of shortened URLs, such words or combinationsmay be selected for inclusion in other customized resource identifiersin the future. If no such words or combinations were previouslydetermined to be sufficiently effective, then words or combinations ofwords may be selected based on their relation to one or more attributesof a network-based resource, of prospective viewers of the customizedresource identifier, or of a context in which the customized resourceidentifier is to be provided. Additionally, where a word or combinationof words is selected for inclusion in a customized resource identifier,the word or combination may be checked against a restricted list ofwords or combinations in order to ensure that the use of the word orcombination would not infringe any rights in such words or otherwiseappear to be offensive or insensitive in the eyes of one or more of theprospective viewers.

Referring to FIG. 6, a flow chart 600 representing one embodiment of aprocess for generating customized resource identifiers in accordancewith embodiments of the present disclosure is shown. At box 610, anetwork site requiring a shortened resource identifier to be provided toprospective viewers in a specific context is identified. The networksite may be any type or form of page or other site that is maintained ona network and made available to users of computer devices over anetwork, such as the Internet. At box 620, attributes of the networksite are determined Such attributes may relate to any aspect of thecontent of the network site, including but not limited to thealphanumeric characters, fonts, images, interactive features, layout orpurpose of the network site, or on any other factor pertaining to thenetwork site.

At box 622, the attributes of the prospective viewers of the shortenedresource identifier are identified, and at box 624, the attributes ofthe specific context in which the shortened resource identifier is to beprovided are identified. The attributes of the prospective viewers mayrelate to any relevant demographic information, data or facts associatedwith such viewers (e.g., information regarding items traditionallypurchased by such viewers), while the attributes of the specific contextmay relate to any pertinent details concerning the location, time,manner or format in which the shortened resource identifier is to bepresented to the prospective viewers.

At box 630, a word bank is searched for words that were previouslyprovided in connection with attributes of the network site, theprospective viewers or the specific context. According to someembodiments, words or phrases that were previously included in shortenedresource identifiers referring to the network site identified at box610, or similar sites, may be considered for inclusion in the shortenedresource identifier. At box 640, it is determined whether any previouslyprovided words are available. For example, where the network site is aweb site pertaining to pets such as dogs, and the word or phrase“mansBFF,” e.g., man's “best friend forever,” was effectively used inshortened resource identifiers for the network site, or for otherpet-related network sites, the word or phrase “mansBFF” may beconsidered for inclusion in the shortened resource identifier for thenetwork site in the future. Likewise, words that were previouslyincluded in shortened resource identifiers presented to the prospectiveviewers, or similar viewers, or in shortened resource identifierspresented in the specific context, or in similar contexts, may also beconsidered for inclusion in the shortened resource identifier. Forexample, where shortened resource identifiers including the word orphrase “showme” were previously provided to residents of Missouri, orshortened resource identifiers including the word or phrase “fastlane”were previously provided on billboards adjacent to highways, such wordsor phrases may be considered for inclusion in a shortened resourceidentifier to be presented to Missouri residents or on a highwaybillboard, respectively.

If words that were previously provided in shortened resource identifiersrelating to the attributes of the network site, the prospective viewersor the specific context are available, then the process advances to box650, where the effectiveness of the use of such words in connection withthe network site, the prospective viewers or the specific context isdetermined. If, at box 655, the effectiveness of at least one of thepreviously provided words exceeds a predetermined threshold, then theprocess advances to box 665, where at least one of the previouslyprovided words is selected for inclusion in the shortened resourceidentifier.

If no words were previously provided in shortened resource identifiersrelating to the attributes of the network site, the prospective viewersor the specific context, or if the words that were previously providedin connection with the network site, the prospective viewers or thespecific context were not effective, then the process advances to box660, where one or more words associated with the network site, theprospective viewers or the specific context is identified, and to box670, where at least one of the words is selected for inclusion in theshortened resource identifier of the network site. For example, thewords may be identified in the word bank based on any correlationbetween the content of the network site, characteristics of theprospective viewers or the specific context and such words, and one ormore of the words having the strongest degrees of correlations may beselected for inclusion.

At box 680, a shortened resource identifier of the network site isgenerated using the at least one selected word. For example, theshortened resource identifier may be a URL having the same domain nameor host name as a URL that is permanently associated with the networksite, but with a shorter and/or more memorable file path that includesthe selected words, e.g., one or more of the previously provided wordshaving an effectiveness above a predetermined threshold, or one or moreof the words having the strongest degree of correlation with the networksite, the characteristics of the prospective viewers or the specificcontext.

At box 685, the shortened resource identifier is checked against arestricted list, which may include words, combinations of words orresource identifiers that have been deemed inappropriate. For example,the words or combinations of words to be included in the resourceidentifier may include or embody some or all of a trademark or servicemark that is owned or in use by one or more other entities, or may bedeemed subjectively offensive to one or more prospective viewers (e.g.,inappropriate for viewing by a small number of viewers, or viewers in aparticular, localized geographic region), or objectively offensive tosome or all prospective viewers (e.g., inappropriate for viewing by evenone such viewer). Comparing the shortened resource identifier to arestricted list may, therefore, avoid or reduce the risks of trademarkinfringement or offending one or more viewers. If the shortened resourceidentifier is not included on the restricted list, the process advancesto box 690, where the shortened resource identifier is associated withthe network site. For example, a shortened URL may be configured toredirect a user who enters the shortened URL into a browser or otherapplication, or selects a hyperlink to the shortened URL, to activate alonger, permanent URL associated with the network site, or may beprovided as a temporary substitute for the permanent URL.

As is discussed above, the words or combinations of words to be includedin a customized resource identifier for a network-based resource, suchas a web page, may be selected based on their effectiveness whenpreviously used in identifiers of the network-based resource, or ofsimilar network-based resources, as well as their effectiveness whenincluded in customized resource identifiers that are associated withother network-based resources that were previously presented to the sameset of prospective viewers or to a similarly situated set of prospectiveviewers, or their effectiveness when included in customized resourceidentifiers that were presented in the same context or in a similarcontext. If no such words or combinations were previously used, or ifthe words or combinations that were used were not sufficientlyeffective, then the systems and methods of the present disclosure mayselect words or combinations of words for inclusion in a customizedresource identifier based on their relation to the network-basedresource, the prospective viewers of the customized resource identifier,or the context in which the customized resource identifier will bepresented to the prospective viewers.

Referring to FIG. 7, a set 700 of data for consideration by one systemfor generating customized resource identifiers in accordance withembodiments of the present disclosure is shown. The set 700 includesinformation 710 regarding a network site 712 for which a customizedresource identifier is desired, as well as prospective viewers 714 ofthe customized resource identifier (e.g., males aged twenty toforty-five) and a context 716 in which the customized resourceidentifier is to be provided (viz., on billboards or street signs), Theset 700 further includes a table 720 of information regardingcombinations 722 of words and measures 724 of their observedeffectiveness, and a table 730 of words 732 and measures 734 of theirrelation to a network site, prospective viewers or a context in whichthe words are to be provided.

As is shown in FIG. 7, the network site is directed to providinginformation regarding motorcycle spare parts and accessories typicallyto males of ages twenty to forty-five, and a customized resourceidentifier is desired for display on a billboard or street sign. Themost effective of the combinations 722 of words in the table 720 is“tail-gunner,” with an observed effectiveness of 0.93, followed by“land-chopper” and “laughing-gas,” each having an observed effectivenessof 0.92 and 0.88, respectively. The table 720 further includescombinations 722 of words such as “gone-fishtailing,” “coupon-clipper,”“busted-grape,” “baby-throttle,” “belly-shover,” “century-club” and“twisted-wick,” each having an observed effectiveness ranging from 0.49to 0.81. Therefore, according to some embodiments of the presentdisclosure, when a customized resource identifier is desired for thenetwork site 712, the systems and methods of the present disclosure mayselect one or more of the combinations 722 of words having an observedeffectiveness 724 above a predetermined threshold for inclusion in thecustomized resource identifier. The selection of the combinations 722may be based strictly on their observed effectiveness 724 alone, e.g.,such that “busted-grape” would be selected over “baby-throttle” but notover “coupon-clipper,” or on their observed effectiveness 724 whenconsidered in combination with one or more other relevant factors, suchas whether a given word combination 722 has been used in a customizedresource identifier recently, or a frequency with which the given wordcombination 722 is used.

Where none of the combinations 722 of words has an observedeffectiveness 724 above the predetermined threshold, however, thesystems and methods of the present disclosure may select one or more ofwords for inclusion in a customized resource identifier based at leastin part on the relationship of the words to the attributes of thenetwork site, the prospective viewers of the customized resourceidentifier, or the context in which the customized resource identifieris to be provided. For example, as is shown in FIG. 7, the words 732“bike,” “helmet” and “speed” have a particularly strong relation to thenetwork site 712, the prospective viewers 714 or the context 716, withrelationships 734 of 1.00, 0.98 and 0.95, respectively. Other words 732such as “rocket,” “warrior,” “two-wheeler,” “adult,” “opportunity,”“grown up” and “balance” have less strong relationships with the networksite 712, the prospective viewers 714 or the context 716, ranging from0.26 to 0.82. One or more of the words 732 may be selected based on themeasure of the relationship with the network site, the prospectiveviewers or the context alone, or in combination with one or more otherrelevant factors, including but not limited to a recency or frequencywith which the words 732 are used in customized resource identifiers.

Additionally, where no word or combination of words is clearlydistinguished as an obvious choice for inclusion in a customizedresource identifier of a network-based resource, or where two or morewords or combinations of words may be utilized in customized resourceidentifiers of the network-based resource on a temporary basis, and theeffectiveness of each customized resource identifier may be evaluated,until a most effective customized resource identifier is identified anddesignated as a customized resource identifier for the network-basedresource.

Referring to FIG. 8, a flow chart 800 representing one embodiment of aprocess for generating customized resource identifiers in accordancewith embodiments of the present disclosure is shown. At box 810, anetworked resource requiring a customized identifier is identified. Thenetworked resource may be any computer-based file or files (e.g. webpages, multimedia files, documents or the like) that may be accessed byother computers over a network. At box 820, whether any customizedidentifiers of the networked resource that have been previouslyidentified as effective are available is determined. For example, if acustomized identifier was previously utilized to refer to the networkedresource, or to a similar networked resource, with a sufficient degreeof success, or if a customized identifier is known to be effective whenprovided to a certain audience or presented in a certain context, thecustomized identifier may potentially be deemed effective for thenetworked resource. If any effective customized identifiers areavailable, then process advances to box 890, where one of the effectivecustomized identifiers is provided as a reference to the networkedresource in one or more contexts.

If no customized identifiers that have been identified as effective areavailable for the networked resource, then the process advances to box830, where attributes of the networked resource are identified, and tobox 835, where attributes of prospective viewers of the customizedidentifier are identified. For example, the networked resource may be aweb site or web page associated with an online marketplace, a fantasyfootball league or a social network, and the prospective viewers of theweb page may include customers of the online marketplace, participantsin the fantasy football league or members of the social network.

At box 840, a plurality of words associated with the attributes of thenetworked resource and/or the prospective viewers are identified, and atbox 850, two or more proposed customized identifiers for the networkedresource are generated using the words. For example, the words mayrelate to the content of the networked resource or to one or morecategories or types of prospective viewers, and the words may beprovided alone or in combination with one another in one or moreproposed file paths which may be appended to a host path or domain nameassociated with the networked resource.

At box 860, the proposed customized identifiers are associated with thenetworked resource on a test basis, e.g., configured to request thenetworked resource upon entry into an address bar of a browser or otherlike application by a user, or after being selected by the user.According to some embodiments, the proposed customized identifiers maybe configured to redirect to a permanently established resourceidentifier for the networked resource. At box 865, the proposedcustomized identifiers are provided in various contexts for apredetermined time period. For example, the proposed customizedidentifiers may be provided on labels, signs, placards, billboards orbumper stickers, included in one or more audio or video signals (e.g.,as spoken words or other sounds corresponding to the proposed customizedidentifiers, or as one or more still or moving images corresponding tothe proposed customized identifiers), displayed on a web page, posted toa social network or microblog, or spoken in an audible signal ormessage, or presented in any other manner.

At box 870, the effectiveness of the proposed customized identifiers inthe various contexts in which they were provided are monitored. Forexample, a proposed customized identifier may be deemed effective on anybasis, including but not limited to a number of times that one or moreusers accessed a web page by way of the proposed customized identifier,or an amount of time that each of the users spent while visiting the webpage. Alternatively, where the networked resource is affiliated with acommercial entity such as an online marketplace, the customized resourceidentifier may be deemed effective based on a number of transactionsexecuted by users who accessed the networked resource by way of thecustomized resource identifier, or on an aggregate value of purchasesmade by such users.

At box 875, whether one of the proposed customized identifiers has ademonstrated effectiveness above a threshold is determined. For example,depending on the manner in which the effectiveness of a customizedidentifier is determined, e.g., a number of times that the networkedresource was accessed by users via the customized identifier, an amountof time spent at the networked resource by such users, a number oftransactions or an aggregate value of such transactions, it isdetermined whether one or more of the proposed customized identifiershas exceeded a predetermined threshold of effectiveness, e.g., athreshold number of time, a threshold amount of time, a threshold numberof transactions or a threshold aggregate value of such transactions. Ifnone of the proposed customized identifiers is determined to have aneffectiveness in excess of the predetermined threshold, then the processreturns to box 850, where two or more new proposed customized resourceidentifiers are generated for the networked resource using one or moreof the words that were identified at box 840.

If one or more of the proposed customized identifiers has aneffectiveness in excess of the predetermined threshold, however, thenthe process advances to box 880, where the proposed customizedidentifier having the greatest effectiveness is designated as theeffective customized identifier of the networked resource. For example,if two shortened URLs are associated with a web page regarding the saleof a given item at an online marketplace and provided to prospectiveviewers for a predetermined period of time on a test basis, theshortened URL having the greatest number of transactions or the largestamount of aggregate sales during the predetermined period of time may bedesignated as the shortened identifier for the web page on a permanentbasis. At box 890, the effective customized identifier is provided as areference to the networked resource in one or more contexts, and theprocess ends.

The testing of two or more customized resource identifiers to determinetheir actual or relative effectiveness as a customized resourceidentifier of a network-based resource according to some embodiments ofthe present disclosure is shown in FIGS. 9A and 9B. Referring to FIG.9A, a flow diagram of one system 900 for generating customized resourceidentifiers in accordance with embodiments of the present disclosure,and a view of contexts 960A, 960B in which such customized resourceidentifiers may be presented to prospective viewers on a test basis, areshown. Except where otherwise noted, reference numerals preceded by thenumber “9” in FIGS. 9A and 9B indicate components or features that aresimilar to components or features having reference numerals preceded bythe number “5” in FIGS. 5A and 5B, by the number “2” in FIG. 2, or bythe number “1” in FIG. 1, respectively.

As is shown in FIG. 9A, the system 900 includes a server 912, a datastore 914 and a web page 916 having a substantially lengthy permanentURL 940. The data store 914 includes a bank of words, and the web page916 includes a title or header 942 (viz., Luggage), a description 944,interactive features 946 and an image 948. The server 912 is configuredto identify or receive attributes 945 of the web page 916 or attributes975 of prospective viewers of the customized resource identifiers. Basedat least in part on one or more of the attributes 945, 975, the server912 is further configured to generate a pair of proposed customizedresource identifiers 950A, 950B for the web page 916 that incorporatesone or more of the words in the word bank 914, e.g., in a file path of ashortened domain name and file path associated with the web page 916. Asis shown in FIG. 9A, the proposed customized resource identifiersgenerated for the luggage web site 916 include “suit.cs/junkfortrunks”950A and “suit.cs/doubleyourpleather” 950B.

As is discussed above, the effectiveness of a customized resourceidentifier may be determined based on any relevant metric or factor.Referring to FIG. 9B, the customized resource identifiers 950A, 950B areshown as presented on a pair of billboards 960A, 960B for a pair of testperiods 980 (viz., Feb. 4-7, 2014, and Mar. 7-10, 2014). As is shown inFIG. 9B, the presentation of the customized resource identifier 950A onthe billboard 960A during the Feb. 4-7, 2014, time period resulted insixty-eight visits 982 to the web page 916 by users having an averageage 984 of twenty-four. Additionally, from the sixty-eight visits, atotal of twenty-three purchases 986 were made, with an average purchase988 of seventy-five dollars ($75). As is also shown in FIG. 9B, thepresentation of the customized resource identifier 950B on the billboard960B during the Mar. 7-10, 2014, time period resulted in thirty-sixvisits 982 to the web page 916 by users having an average age 984 ofthirty-two. From the thirty-six visits, however, a total of twenty-onepurchases 986 were made, with an average purchase 988 of two hundredfifty dollars ($250).

Therefore, the customized resource identifiers 950A, 950B may bedetermined to have varying degrees of effectiveness, depending on thepurpose for which the customized resource identifiers 950A, 950B areintended. For example, because the customized resource identifier 950Aresulted in more visits 982 from users of a younger age 984 and a largernumber 986 of purchases, the customized resource identifier 950A maydeemed more effective in contexts or situations in which larger numbersof visits and purchases, or visits from younger users, are desired.However, because the customized resource identifier 950B resulted in ahigher ratio of purchases 986 to visits 982, and higher average purchase988 amounts from users of an older age 984, the customized resourceidentifier 950B may be deemed more effective in contexts or situationsin which more high-value purchases from older users are desired.

Although the disclosure has been described herein using exemplarytechniques, components, and/or processes for implementing the presentdisclosure, it should be understood by those skilled in the art thatother techniques, components, and/or processes or other combinations andsequences of the techniques, components, and/or processes describedherein may be used or performed that achieve the same function(s) and/orresult(s) described herein and which are included within the scope ofthe present disclosure. For example, although some of the embodiments ofthe present disclosure are shown as being utilized in connection withpages of information made available over the Internet, i.e., the WorldWide Web, the systems and methods disclosed herein are not so limited,and may be provided in connection with any type of resource that may bemade available for access via any type or form of network, including butnot limited to documents (e.g., word processing documents, spreadsheets,presentations or the like), audio or video files (e.g., music files,movies, podcasts), applications, executable files or any othercomputer-based resource provided in any environment.

Furthermore, although some of the embodiments disclosed herein aredirected to the generation of customized resource identifiers, such asURLs, based on combinations of two words, the systems and methods of thepresent disclosure are not so limited, and may be utilized to generateresource identifiers of any length and using any number of words of anytype, category, tense or part of speech. Moreover, the contexts in whichsuch customized resource identifiers may be presented to prospectiveviewers may include one or more visual or audible means and are notlimited.

It should be understood that, unless otherwise explicitly or implicitlyindicated herein, any of the features, characteristics, alternatives ormodifications described regarding a particular embodiment herein mayalso be applied, used, or incorporated with any other embodimentdescribed herein, and that the drawings and detailed description of thepresent disclosure are intended to cover all modifications, equivalentsand alternatives to the various embodiments as defined by the appendedclaims. Moreover, with respect to the one or more methods or processesof the present disclosure described herein, including but not limited tothe flow charts shown in FIGS. 3, 6 and 8, the order in which the boxesor steps of the methods or processes are listed is not intended to beconstrued as a limitation on the claimed inventions, and any number ofthe boxes or steps can be omitted or combined in any order and/or inparallel to implement the methods or processes described herein. Also,the drawings herein are not drawn to scale.

Conditional language, such as, among others, “can,” “could,” “might,” or“may,” unless specifically stated otherwise, or otherwise understoodwithin the context as used, is generally intended to convey in apermissive manner that certain embodiments could include, or have thepotential to include, but do not mandate or require, certain features,elements and/or boxes or steps. In a similar manner, terms such as“include,” “including” and “includes are generally intended to mean“including, but not limited to.” Thus, such conditional language is notgenerally intended to imply that features, elements and/or boxes orsteps are in any way required for one or more embodiments or that one ormore embodiments necessarily include logic for deciding, with or withoutuser input or prompting, whether these features, elements and/or boxesor steps are included or are to be performed in any particularembodiment.

Although the invention has been described and illustrated with respectto exemplary embodiments thereof, the foregoing and various otheradditions and omissions may be made therein and thereto withoutdeparting from the spirit and scope of the present disclosure.

What is claimed is:
 1. A method comprising: identifying, by at least onecomputer processor, at least one web page for which a shortened uniformresource locator is desired for presentation to at least one user in atleast one context; determining, by the at least one computer processor,at least one first attribute of the at least one web page; determining,by the at least one computer processor, at least one second attribute ofthe at least one user; determining, by the at least one computerprocessor, at least one third attribute of the at least one context;identifying, by the at least one computer processor, a plurality ofwords, wherein each of the plurality of words is associated with the atleast one first attribute, the at least one second attribute or the atleast one third attribute; generating, by the at least one computerprocessor, the shortened uniform resource locator for the at least oneweb page, wherein the shortened uniform resource locator comprises atleast one of the plurality of words; and associating the shorteneduniform resource locator with the at least one web page, wherein theshortened uniform resource locator is shorter than a permanent uniformresource locator associated with the at least one web page.
 2. Themethod of claim 1, wherein generating the shortened uniform resourcelocator further comprises: selecting, by the at least one computerprocessor, at least two of the plurality of words; defining, by the atleast one computer processor, a file path for the at least one web page,wherein the file path comprises the at least two of the plurality ofwords; and appending, by the at least one computer processor, the filepath to at least a portion of a host name associated with the at leastone web page.
 3. The method of claim 1, further comprising: presentingthe shortened uniform resource locator to the at least one user in theat least one context.
 4. The method of claim 3, wherein the at least onefirst attribute comprises information regarding at least a portion ofthe at least one web page, wherein the at least one second attributecomprises information regarding at least one of a name of the at leastone user, a location of the at least one user, or an item of interest tothe at least one user, and wherein the at least one third attributecomprises information regarding a manner in which the at least oneshortened uniform resource locator is to be presented to the at leastone user, a time period during which the at least one shortened uniformresource locator is to be presented to the at least one user or alocation at which the at least one shortened uniform resource locator isto be presented to the at least one user.
 5. The method of claim 4,wherein the manner is at least one of a label, a sign, an advertisement,an audible message or a video message.
 6. A computer-implemented methodcomprising: identifying, by at least one computer processor, anetwork-based resource having a permanent resource identifier;determining, by the at least one computer processor, at least a firstattribute of the network-based resource; determining, by the at leastone computer processor, at least a second attribute of at least one userof the network-based resource; determining, by the at least one computerprocessor, at least a third attribute of at least one context in which acustomized resource identifier of the network-based resource is desiredfor presentation to the at least one user; identifying, by the at leastone computer processor, a plurality of words, wherein each of theplurality of words is associated with at least one of the firstattribute, the second attribute or the third attribute; selecting, bythe at least one computer processor, at least one of the plurality ofwords based at least in part on the at least one context; generating, bythe at least one computer processor, the customized resource identifiercomprising the at least one selected word; and associating, by the atleast one computer processor, the customized resource identifier withthe network-based resource.
 7. The computer-implemented method of claim6, wherein the permanent resource identifier is of a first length,wherein the customized resource identifier is of a second length, andwherein the second length is less than the first length.
 8. Thecomputer-implemented method of claim 6, further comprising: receiving,over a network, at least one of a selection of the customized resourceidentifier at a browser operating on a computer device or an entry ofthe customized resource identifier into the browser operating on thecomputer device; and in response to the at least one of the selection ofthe customized resource identifier or the entry of the customizedresource identifier, causing a display of at least a portion of thenetwork-based resource on a computer display of the computer device bythe browser.
 9. The computer-implemented method of claim 6, whereinassociating the customized resource identifier with the network-basedresource further comprises: configuring the customized resourceidentifier to direct to the permanent resource identifier associatedwith the network-based resource.
 10. The computer-implemented method ofclaim 6, wherein the customized resource identifier comprises a uniformresource locator having a host name and a file path, wherein the filepath comprises the at least one selected word.
 11. Thecomputer-implemented method of claim 10, wherein selecting the at leastone of the plurality of words based at least in part on the at least onecontext comprises: defining, by the at least one computer processor, aword combination comprising the at least one selected word based atleast in part on the at least one context, wherein the file pathcomprises the word combination.
 12. The computer-implemented method ofclaim 11, wherein the word combination comprises at least one adjectiveand at least one noun.
 13. The computer-implemented method of claim 6,further comprising: presenting the customized resource identifier in theat least one context.
 14. The computer-implemented method of claim 13,wherein presenting the customized resource identifier in the at leastone context comprises at least one of: printing the customized resourceidentifier on at least one adhesive label; posting a sign in at leastone location, wherein the sign includes the customized resourceidentifier thereon; transmitting an electronic message, wherein theelectronic message comprises the customized resource identifier;broadcasting an audio signal, wherein the audio signal comprises atleast one sound corresponding to the customized resource identifier; orbroadcasting a video signal, wherein the video signal comprises at leastone image corresponding to the customized resource identifier.
 15. Thecomputer-implemented method of claim 6, wherein generating thecustomized resource identifier comprises: generating at least twoproposed customized resource identifiers, wherein each of the at leasttwo proposed customized resource identifiers comprises at least one ofthe plurality of words, and wherein the method further comprises:presenting a first one of the at least two proposed customized resourceidentifiers in a first context; presenting a second one of the at leasttwo proposed customized resource identifiers in a second context;determining a first measure of effectiveness of the first proposedcustomized resource identifier in the first context; and determining asecond measure of effectiveness of the second proposed customizedresource identifier in the second context, wherein the customizedresource identifier associated with the network-based resource is thefirst proposed customized resource identifier if the first measure ofeffectiveness exceeds the second measure of effectiveness, and whereinthe at least one customized resource identifier associated with thenetwork-based resource is the second proposed customized resourceidentifier if the second measure of effectiveness exceeds the firstmeasure of effectiveness.
 16. The computer-implemented method of claim15, wherein the first context is different than the second context. 17.A method comprising: receiving, over a network from a first customer, anorder for a delivery of a first item to the first customer; identifying,by the at least one computer processor, a context associated with thedelivery of the first item to the first customer; identifying, by atleast one computer processor, a web page having content associated withat least one of the first item, the first customer or the context,wherein the web page is associated with a standard uniform resourcelocator; determining, by the at least one computer processor, at leastone first attribute of the content; determining, by the at least onecomputer processor, at least one second attribute of the first customer;determining, by the at least one computer processor, at least one thirdattribute of the context; identifying, by the at least one computerprocessor, a plurality of words, wherein each of the plurality of wordsis associated with the first attribute, the second attribute or thethird attribute; generating, by the at least one computer processor, ashortened uniform resource locator for the at least one web page,wherein the shortened uniform resource locator comprises at least one ofthe plurality of words, and wherein a length of the shortened uniformresource locator is less than a length of the standard uniform resourcelocator; causing a label to be adorned with the shortened uniformresource locator; and affixing the label to at least one of the firstitem or a container of the first item prior to the delivery of the firstitem to the first customer.
 18. The method of claim 17, wherein thecontext is at least one of: a first location associated with the firstcustomer; a second location associated with the first item; a holidayassociated with the delivery of the first item; or a time associatedwith the order for the delivery of the first item.
 19. The method ofclaim 17, wherein the content of the web page relates to a second itemthat may be ordered from the web page, and wherein the second item isrelated to one of the first item, the first customer or the context. 20.The method of claim 17, wherein the order for the delivery of the firstitem to the first customer is received over the network from the firstcustomer by at least one server associated with an online marketplace,wherein the shortened uniform resource locator comprises a host nameassociated with the online marketplace, a top-level domain and a filepath comprising at least two of the plurality of words.